Guinness to pack a bigger punch

The Red Stripe Jamaica brewery increased the alcoholic content of the popular Guinness drink by one percentage point to 7.5 per cent, making it 15 per cent stronger.

The company indicated that by adding more alcohol, it aims to remain relevant to consumers and for Guinness to live up to its 'made of more' slogan.

Red Stripe Jamaica Brand Manager Nasha-Monique Douglas said it also standardises the alcoholic content regionally for Guinness, which the company brews under licence.

"It is part of Guinness' strategy to standardise Guinness across the region," said Douglas.

Guinness International offers its regular stout at 4.3 per cent, with the extra stout at higher alcoholic content. Jamaica sells the extra stout but not the regular stout, the company told the Financial Gleaner.

The adjustment increased the alcoholic content in the extra stout from 6.5 per cent to 7.5 per cent. The stronger drink began rolling off the production line from the first week in January, Douglas said.

The retail price of the product is unchanged at around $200 per bottle.

Asked whether it will allow Guinness to better compete against stronger drinks competitors at a similar price point, she noted only that the company was "always seeking ways to be more competitive and relevant" to consumers. She added that consumers of the drink will not notice any difference in taste, although it is now 15 per cent stronger.